As we know, the Salesforce Marketing Cloud is made up of several modules that cover different areas of Digital Marketing for B2B and B2C. Sending emails that generate a positive impact on our clients’ subscribers represents a fundamental area in Email Marketing strategies. Therefore, Marketing Cloud covers this aspect with tools such as Email Studio […]
Continue reading
When working in the Marketing Cloud, questions often arise about when to use a data extension or a subscriber list when uploading contacts. If you still have doubts and need to differentiate when to use one option or the other, you are in the right post. This post focuses on the specific use of data […]
Continue reading
As we all know, the Salesforce Marketing Cloud is made up of several modules that cover different areas of Digital Marketing for B2C. The creation of Landing Pages and microsites is a fundamental area in content creation strategies and Cloud Marketing covers this aspect with CloudPages. CloudPages is a feature of Salesforce Marketing Cloud that […]
Continue reading
Salesforce recently announced the full acquisition of Evergage, a major move that is not yet known but involves a large number of stakeholders and aims to enhance the Salesforce Marketing Cloud.
Evergage is a cloud-based software company that hosts user data to collect, analyze, and respond to user behavior on its websites and apps in real time. Therefore, this company founded in 2010 by Karl Wirth and Greg Hinkle, has been positioned as a company specializing in real-time personalization and customer data platform (CDP).
Evergage’s mission throughout these 10 years has always been to personalize the world, joining forces with large multinational companies such as: Autodesk, Carhartt, CenterState Bank, Citrix, Publishers Clearing House, Zumiez and many more. These alliances have provided real-time data-driven experiences across all channels, including web, email, mobile, adtech, social, call-center, in-store and in-branch.
The acquisition of Evergage by Salesforce is a major move that delivers Evergage’s multi-channel customization and machine learning capabilities to complement Salesforce Marketing Cloud’s data and audience segmentation modules. This gives companies using the Marketing Cloud the ability to deliver more relevant experiences across all user interactions throughout the customer journey.
This move by Salesforce may have its main focus on enhancing Interaction Studio’s capabilities at the level of Web-level event listening. We also look forward to seeing the changes this acquisition will bring in a future Salesforce Marketing Cloud upgrade.
Salesforce has an annual cycle of three releases (Winter, Spring and Summer). In turn, this year’s Marketing Cloud will have 5 launches spread over January and October, which will bring many new features such as those we will see below.
If you already work with Marketing Cloud you will be interested in knowing all the changes that will be effective from February in the application, so pay attention to be up to date and get the most out of the new features and functionalities that Salesforce will introduce.
However, if you’re not yet familiar with the Salesforce Marketing Cloud, we recommend you read the following article first to find out What is the Marketing Cloud? The Salesforce Digital Marketing Hub.
Several modifications have been made within the Dashboard of Advertising Studio’s Lead Capture app. Users can now sort, search, filter, receive notifications, and more directly from the Lead Capture Dashboard (available on the AppExchange).
Contact Builder has undergone two small modifications that will be of great help to the users of the Marketing Cloud. On the one hand, within the “Data Extensions” tab, a column called “Record Count” will be included in which the number of records per Data Extension can be seen. On the other hand, within the “All Contacts” tab, there have been 3 changes in the name labeling, thus changing its name:
From this release, images hosted on Sitecore Content Hub can be added to emails and content blocks. In addition, it will be possible to add tags from the library to each file and a backspace icon will be included in each file type.
Starting with this first release in 2020, simple submissions can be created, sent and monitored from Journey Builder with a single click, distinguishing between a multi-step journey and a single entry, single submission journey. Also, user permissions will begin to affect the creation of journeys in Journey Builder, meaning that if a user does not have sufficient permissions to create emails or view Data Extensions for example, they will not be able to access this functionality in Journey Builder (to correct this type of error the ideal is to give the user the role of Cloud Marketing Manager).
Social Studio is taking a big step this 2020 with a great series of new features. First, you can create Instagram stories from Social Studio and assign them to a mobile user for later publication (all through notifications). Secondly, through Command Center Instagram hashtags can be used as a data source. Finally, accounts associated with Facebook, Instagram or Google My Business can be removed from Social Studio, which is quite useful considering that previously only some of the pages could be transferred to a new user (this functionality is ideal in case the person in charge changes jobs or leaves the company for example).
As we will see in the next section, in Email Studio there have been a few changes that will remove previous features.
Einstein Marketing Insights
This app within the Marketing Cloud allows you to further analyze the performance of mailings made in Email Studio or Journey Builder by discovering factors that affect the behavior of subscribers. In this way, Einstein Marketing Insights will allow from the new launch:
Like Social Studio, Mobile Studio grows exponentially and incorporates new and interesting features such as:
The only new feature of Web Studio is the inclusion of permissions for CloudPages, so you can manage access to CloudPages, both the permission to view, edit, publish, etc.
In addition to all the above developments, there will be new features to improve the user experience of both the content creator and the Cloud Marketing Manager.
It’s not all news in this early-year release, as Salesforce has decided to remove a number of cloud marketing features. The features that will come to life are as follows:
With its cyclical system of annual releases, Salesforce enables a major improvement within the Marketing Cloud that this year will be reflected above all in providing a better user experience. Thus, we have seen that functionality related to “Classic Content” will gradually disappear from the platform to give more weight to apps within the Marketing Cloud as Social Studio, Mobile Studio or Journey Builder, which are in the process of growth and adaptation within the platform.
In addition, life will be made easier for the Cloud Marketing Manager, allowing him to assign a wide variety of roles to different users (allowing him to better segment the work team) and providing him with new tools available to everyone from the main Administration menu.
Carrying out a correct use within the Marketing Cloud is a task that requires care and experience, but from ShowerThinking we are specialists in developing together with your company programs of automation and management of Marketing through platforms like Marketing Cloud. Therefore, if you need help or training in Cloud Marketing we have the right team that can help you, so do not hesitate to contact us!
Contact Builder is the application within the Marketing Cloud that provides access to account contact data and relationships designed to be used conveniently. With Contact Builder, we can manage, consolidate, organize and link data from all of the Cloud Marketing applications and external sources. If you’re not yet familiar with the Salesforce Marketing Cloud and […]
Continue reading
Understanding what Reply Mail Management is when working in the Marketing Cloud is essential if you want to have a transversal communication between the company and the customer. If you need help in its configuration and in understanding all the functionalities that Marketing Cloud offers regarding Reply Mail Management, you are in the right article. […]
Continue reading
If you have reached this post, it is probably because you have difficulties in understanding what a Sender Profile is when you work with the Marketing Cloud. Read on to find out what a Sender Profile really is, the possibilities it offers to get the most out of it and everything it brings to you […]
Continue reading